Understanding your main KPIs with Customer & Business Dashboard

It is important to first define two concepts present in the users overview tab:

• user: a person, contact, customer,… registered in the database whether they have already made a purchase or not

• consent: is the permission received from the user to send them marketing communications. If the channel is not mentioned, this means that we have consent for at least one of the available communication channels. Only consent associated with valid data is taken into account (for instance email consent is considered OK only if there is a valid email address in the database for the user).

In this tab, you will be able to filter your data on:

• users consent (with or without)

• users recency (new in the last 30 days or 12 months)

• channels (store or web)

• store name (if you want to filter on a specific store)

We have defined below some important concepts that are not specified in the tooltips:

• Discount is the amount of the raw price not paid by the customer.

• Purchase is an order/receipt with a total amount paid by the customer > 0 (meaning that a refund is not considered as a purchase).

• Revenue is the total amount paid by customers. When we compute Revenue we don’t filter refunds (that should be order lines with amount and quantity < 0) meaning that if a customer has an order for 100$ and then have a 40$ refund it will count as 60$ in the total revenue.

The RFM Matrix will allow you to see the spread out of your users' activity on the segments you have defined.

You can have two different views, table or charts, by clicking on the icons on the right handside.

You can check how the RFM segmentation is calculated in this guide